A sample of some of the digital marketing projects I have been responsible for delivering.

1. Career achievements
Royal Bank of Scotland

2. Career Achievements
 Taken commercial digital marketing expertise and applied it to a recruitment environment
at RBS.
 Project managed the build and implementation of the new RBS recruitment digital
marketing strategy including;
- launch of a new state of the art careers website with intuitive search functionality designed to match
visitor profile and site behaviour to available vacancies. The site is currently generating over 200,000
unique visits and over 16K registrations and applications per month.
 Created a candidate talent pool of over 500K by integrating existing ATS system with a
recruiter talent filter and Unica CRM System. This digital integration enables RBS to
recycle candidates and consider them for more than one job role. It also facilitates a CRM
programme designed to keep candidates warm until a job becomes available through
regular job alert e-mails and Enewsletters.The talent pool will encourage direct hiring
which will reduce annual hiring spend with external job agencies (£40M in 2010).
 Social Media job platform - designed to test the potential for social media as a recruitment
tool. Test pages set up on LinkedIn, Face Book, You Tube and Twitter to test social media
as a candidate attraction and engagement tool. The results remain inconclusive at present.

3. Integrated Digital Careers
Platform & Roadmap

4. Global Careers Website
• Site behaves very much like a
dating site – it can either match for
you or help you do the matching
yourself
•Candidates can build a personal
profile, search, save, collect and
compare job information
• Site has intuitive job search
functionality. It utilises Amazon
style tools to provide more
relevant job recommendations and
matches
• Linked In style richer data
capture – the candidate provides
as much info as they choose
• CV upload – become a part of the
RBS candidate database without
applying for a role straight away

5. FT Top 100 - Bowen Cragg & Co – Bench Mark
Survey – July 2011
 Survey measures website
effectiveness of FT top 100
companies.
 RBS Careers web site
ranked equal 3rd in terms of
serving requirements of job
seekers.
 Criteria used to judge the
site includes quality of
information provided,
central handling of job
vacancies and added value
features.
 Barclays (14th), HSBC
(36th), Santander (80th)

6. Global CRM Programme
•Database of over 500K candidates built.
•Candidates receive regular personalised communications to via e-mail contact
strategy
•Less reliance on recruitment agencies which equates to a £6M per annum cost
saving.

7. Increased presence within
Social Media
 Using social media to
 Promote RBs Employer Brand beyond website
 Attract new candidates
 Enhance RBS digital footprint and support global
SEO and SEM activities

8. Results

9. Career achievements
Hill’s Pet Nutrition

10. Career Achievements
 Have played a major role in developing Hill’s digital
marketing and CRM capabilities.
 A multi-channel approach (Vets, Pet Stores and
Consumer)
 A number of new initiatives implemented and piloted
across several European markets including;
 New European Websites
 Puppy & Kitten and adult eNewsletter Programmes
 Special Need Programmes
 Vet Nurse Incentive and eCommerce sites
 Digital and CRM infrastructure in place to move the
Hill’s brand on to another level .

11. New European Website
 Launched in the UK in
October 2009
 Rolled out to rest of
Europe in January 2009
 800K unique visits
 Over 50,000 pet owner
registrations
 Information on pet care
nutrition and balanced
diet

12.  Launch of Puppy & Kitten mini -
site and eMail Programme across
Europe
– 1 million visitors to date
– Over 200,000 registrations
– 15% of non-Hill’s users converting to
Hills after 8 months
● Launch of Vet Nurse Rewards
Programme
● has recruited over 7,000 vet nurses
to date
● over 50,000 pet owner registrations
 Database of pet owners Hill’s can
communicate to at fraction of cost
of traditional media
– 47% of pet owners willing to
participate in a Hill’s pet care panel
Other Hill’s Achievements

13. Craftworks
 On-line vet patient booking system.
 Designed to collate pet patient details
and then forward to pet owners via e-
mail feeding regimes and pet care
reminders.
 UK test across 30 clinics generated a
database of 3,000 pet owners in 6
months and sold additional £100,000
in prescribed specialist foods for sick
animals.
 Pan European roll-out to additional
5,000 clinics to commence in April
2009. Estimate to generate additional
£20 million at 65% margin in 2009.

14. Career achievements
Land Rover

15. Career Achievements
Land Rover UK
 Significant Impact on CRM
Performance
 Successful integration of CRM in
to Land Rover above the line,
events and sponsorship activities
grew new vehicle sales enquiries
from 93,000 to over 200,000 per
annum
 Sales doubled to over 20,000 units
per year.
 Key site enhancements and a
ramp up of digital marketing
activities (including SEO & SEM)
trebled unique visitors to the Land
Rover UK site to 3 million per
annum.
Metric 2004 2005 2006 2007
Responses 93127 121279 168556 210654
Leads Issued 13648 25702 42918 51928
Web Visitors 1.8 2.3 3.1 3.6
Vehicle Sales 9490 10292 11450 20012

16. Career Achievements
Land Rover UK
 Number of new initiatives
– Digital Contact Strategy
– Single Customer View System
– Customer Courtesy Call
– Loyalty Programmes
 Improved Data Management &
Collection
– Data modelling
– Post Code analysis
– Lapsed customer regeneration
– Profiling & Segmentation
 Agency Efficiency & Accountability
– More for less
– Award Winning Campaigns
– ROI and Results Driven

17. Customer Loyalty Programme
 Designed to encourage existing
owners to stay with Land Rover.
 Engaged Customers Regularly
during ownership.
– Welcome Pack
– Quarterly eNewsletter
– Bi – Annual Magazine
– Unique Website
– Annual Courtesy Calls
– Privileged news items
● Rewarded for their loyalty
– Free off Road Days
– Gala Event Invitations
– Competitions & Prizes
– Discounts off next vehicle
 Results
– Increased membership 10,000 to
250,000
– Increased loyalty – 10% to 25%
– 80% loyalty amongst Range Rover
owners

18. Range Rover Sport Launch
 “Range Rover with added Tabasco”
Campaign.
 Main objective was to grow database of
high flyers likely to be interested in the
new car .
 Get them out of their BMW or Mercedes
and in to Land Rover’s new Sports
Tourer
 In conjunction with Craik Jones we
identified these high flyers through a
number of mailing lists.
 They were sent a direct mail piece
containing information about the car, a
small bottle of Tabasco and an invitation
to one of several exclusive reveal nights
at trendy locations through-out the
country..
 They would be the first to see the car
 I hosted The Hemple Hotel event in
London.
 300,000 mailings generated 25,000
positive responses.
 1,500 orders generated by this campaign

19. Lara Croft Defender
 Given task to coordinate development
and promotion of Lara Defender
 Worked with Paramount Studios and a
number of internal Land Rover teams to
ensure development of car for film and a
version for sale to the general public as
a special edition.
 Worked closely with UK and Global
Communications teams to support
dealers with an advertising campaign
during movie premier and launch at
cinemas throughout Europe.
 UK doubled Defender Sales during film
launch period and still command a high
residual value amongst LR and Lara
Croft enthusiasts

20. Electronic Customer Enquiry
System
 System designed to enable
dealer network to follow up
sales leads identified by LR
HQ CRM and DM activities
 System forwarded “hot” sales
prospects to dealers and then
monitored progress through to
vehicle sale.
 Generated 100% dealer follow
up and 1 out of 10 sales hit
rate.
 Additional 5,000 vehicle sales
in first year of implementation.

21. Direct Marketing Awards
 DMA bronze and silver for
Direct Marketing
Campaigns in 2005
 Precision Marketing Award
for launch of Range Rover
Sport and Defender
campaigns in 2006, 2007
and 2008.
 Finally a D&AD Yellow
Pencil Design Award for
Defender Campaign in 2006

22. Career achievements
Ford Europe

23. European Launch of New Ford
Focus in 2004
 Played a major role in coordinating
the launch across Europe.
 I managed the go to market strategy
from Job#1 status to launch.
 Managed launch teams to meet their
deadlines
 Controlled launch vehicle supply
 Developed launch strategy
communication activity with markets
& agencies
 Updated senior management on
launch progress
 One of the company’s most
successful launches.
 Currently sell over 300,000 Ford
Focus cars a year in Europe
 UK’s best selling car until 2008.

24. Pan-European
Communications Programme
 Pan European Consumer
Communications Programme for Focus
 New Brand Positioning for Focus – more
premium
 Emphasis on improved build Quality to
compete with German Marques.
 Higher priced vehicle
 Start of current “Feel the Difference” slogan
 Sold this concept in to Key European
Markets
– Reason behind New Positioning
– Agreement of communication elements
up front.
– Local agency creative kept to minimum.
 Encouraged pan –European use of centrally
generated marketing materials and assets
so that local resources could focus on the
vehicle launch itself.
 Result:
– New Brand Positioning
– Consistent look and feel across Europe
– Full use of marketing assets
– $10 million saving on Marketing Launch
Spend at market level.

25. Pan-European
Communications Programme

26. Bi-Ethanol Fuel Focus
 At a time of significant
financial constraint I
managed to secure funding
and resource for the
continuation of the ethanol
fuel program with New
Focus (C307).
 Program generated $450
million additional revenue
over the next 5 years.
 Sweden’s best selling
alternative fuel vehicle.
 Now a Pan European
Programme
 Main rival to Toyota Hybrid
vehicles

27. Career achievements
Unipart

28. Turkish Brake Drums
 I identified supplier – EKU
Fren Campana
 Flew out to Turkey
 Negotiated supplier terms
 Reviewed quality and test
criteria
 Reviewed suppliers credentials
 Secured a contract for the
exclusive supply of brake
drums to UK
 The Turkish drums enabled us
to offer an own brand range.
 Significant competitive
advantage in the UK
 Result - Incremental revenue
of $1 million per annum and
75% Margin

29. Contact Details
Address:
32 Sheringham Avenue,
Oakwood,
London N14 4UG
Telephone:
Home – 020 8360 6607
Work – 01923 652821
Mobile – 07825 746108
eMail:
s.sergiou@sky.com